Successful Marketing Communications: A Practical Guide to Planning and Implementation

Front Cover
Routledge, 2001 - Business & Economics - 210 pages
'Successful Marketing Communications' is a comprehensive, introductory text that takes a very practical approach to the subject of marketing communications. The text clearly covers all of the marketing communications content from certificate to advanced level and is ideal for students who need to gain a practical insight into promotional planning and implementation.


Written in plain English and with great web references throughout, the text offers truly practical insights into how to successfully find, brief and manage marketing communications service providers.

The book is backed up by a companion website containing the most up-to-date resources and examples.

Web site resource containing examples of campaigns and other up-to-date information to support the text
Use of case studies that develop and grow through the text to illustrate current practice in marketing communications
Prepares students for the increasingly higher levels of CIM examinations and at the same time allows practitioners without expertise in this area to develop their own REAL planning skills.
 

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Contents

1 The marketing context
1
2 Planning your marketing communications
29
3 Above the line communication methods
46
4 Below the line communication methods
83
5 Public relations more than just a goodwill exercise
122
6 Managing implementation
150
7 Building the relationship over time
173
8 Communication planning and implementation in the real world case studies that will challenge your ability to really do it
184
Index
201
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